MANILA - Coco Martin, dubbed local television's "Primetime King," is credited not only as the lead actor, but also a creative force behind his recent and ongoing projects.
The 36-year-old actor, for instance, was a creative consultant for "Walang Hanggan," "Juan dela Cruz," "Ikaw Lamang," and the long-running "Ang Probinsyano" -- all primetime hits top-billed by him.
Using his real name Rodel Nacianceno, Martin made his directorial debut with the 2017 Metro Manila Film Festival entry "Ang Panday," where he also played the titular blacksmith.
"Dati may hiya pa, e," he said, referring to pitching ideas in his acting projects. "Siyempre, sa buhay, dapat mag-improve ka. As an actor, dati sa indie, then pumasok ako sa TV, sa mainstream. At the same time, dahan-dahan akong naka-reach sa ABS-CBN sa creative [side]."
From film and television, Martin is making another "improvement" as he ventures into the digital space with Cosyn Mediatech, a company he co-founded with Synergy 88. The digital entertainment group was also Martin's partner in launching the game app for "Ang Panday," which got a "World 3" update as recently as last week.
Referring to the game's success, Martin said, "After that, sabi ko, 'Bakit hindi natin palakihin?' Kasi nakita ko 'yung quality, nakita ko kung paano tinangkilik ng mga tao noong pino-promote namin."
He added: "Nagkaroon ako ng lakas ng loob. Bakit hindi natin i-approach ang ABS-CBN, na makipag-tie up tayo sa kanila?"
On Tuesday at the ABS-CBN compound, the result of that meeting was announced at a press conference, where Martin sat alongside executives of the network, including Karen Coloma, head of ABS-CBN Licensing, and Ina Quiogue, head of ABS-CBN Retail and Licensing Division.
Martin's Cosyn Mediatech and ABS-CBN formally inked a contract, which includes the creation of mobile apps based on Kapamilya properties. Their first release: a filter app tied with "La Luna Sangre," the hit fantaserye starring Kathryn Bernardo and Daniel Padilla.
The app, titled simply "La Luna Sangre Filter," has users take a selfie that would be converted into an animated image. Users can then choose from a list of effects to apply on their avatar, transforming them into a vampire or werewolf as seen in the show.
"Nakakatuwa. Sabi ko nga, kahit hindi ko project itong 'La Luna Sangre,' ganoon sila ka-open para makapag-serve tayo sa mga Pilipino at mapasaya sila. Ang sarap po sa pakiramdam," Martin said.
Quiogue teased that this is only the first of many app-based offerings of the Kapamilya network. "It's also our way of being able to reach out to more consumers, being able to reach out to the millenials in terms of giving them something that they're familiar with, the digital world," she said.
"La Luna Sangre Filter" will be available starting January 31, coinciding with the "super blue blood moon" phenomenon, on iOS and Android devices.